Body image assessment of fitness centers´ members & behavioral intentions: can we actually achieve members´ retention?

The concept of body image is multidimensional and concerns the attitude each person towards their appearance. aim this research was to study how Greek fitness center members evaluate image, whether evaluation differentiated in terms gender, age BMI. Moreover, aimed survey members’ may predict intention maintain membership. sample consisted 220 adult centers a city. For needs research, MBSRQ-Appearance scale used (Cash, 2000), including 4 factors: i) satisfaction with appearance (7 items), ii) investment (12 items) iii) anxiety weight (4 iv) self-categorization (2 v) parts (9 items). MBSRQ has been previously adapted population satisfactory validity results. continue participating center, one question based on Theory Planned Behavior used: I will use services again next year. All responses were given five-point Likert scale. questionnaire gathered additional demographic characteristics sample’s Body Mass Index (BMI). No statistical differences occurred depending sex age. Instead, emerged way perceived more specifically “Self-categorization weight” they classified as "normal" BMI, "overweight" or "obese". As for membership, it be predicted by Satisfaction factor. Attracting clients should stop focusing promoting fit flawless body, encouraging people who underestimate take advantage services. Key Words: centers, customer intentions,